Mobile Augmented Reality in Electronic Commerce : IKEA’s MAR Application (IKEA Place)
- 주제(키워드) Mobile Augmented Reality (MAR) , Dimensions of Persuasion , Purchasing Intention
- 발행기관 아주대학교
- 지도교수 MINCHEOL KANG
- 발행년도 2020
- 학위수여년월 2020. 8
- 학위명 박사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000030239
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Even though the presence and use of MAR (Mobile Augmented Reality) technology has become increasingly popular in the field of marketing and advertising in recent years, it has largely been neglected in the study of consumer behavior research. This paper utilizes a single-group posttest-only quasi-experimental design to investigate how the feature of mobile augmented reality application influences consumers’ attitude and purchasing intention as explained by the dimensions of persuasion (i.e., consumers’ cognitive, affective, and conative dimensions). SEM with SPSS and AMOS is used to analyze the psychometric survey data collected from 179 samples. The results supported the prediction that MAR application’s real-time interactivity and entertainment increase cognition and affection, respectively; while irritation with MAR application decreases affection. The unsupported hypothesis, that predicted a positive relationship between informativeness and cognition, came as a surprise. The overall result of the study demonstrates the positive influence of MAR application in enhancing consumers’ purchasing intention. Finally, implications and future research directions are discussed.
more목차
1. Introduction 1
2. Theoretical Background and Hypothesis Development 4
2.1 MAR Applications in Marketing and Advertising 4
2.2 Theory of Cognitive Fit and MAR Application Media Characteristics 5
2.2.1 Informativeness 6
2.2.2 Real-time Interactivity 7
2.2.3 Irritation 8
2.2.4 Entertainment 9
2.3 Persuasion and Related Theories 10
2.3.1 What is Persuasion 10
2.3.2 Theories of Persuasion 11
2.3.3 The Dimensions of Persuasion 12
3. Research Methodology 17
3.1 Participants 17
3.2 Stimulus 18
3.3 Procedure 19
3.4 Pilot Study 20
3.5 Measurement Items 21
4. Results 24
4.1 Measurement Model 24
4.2 Structural Model 27
4.3 Mediation Effect Analysis 29
5. Discussion and Conclusion 31
5.1 Practical and Theoretical Implications 33
5.2 Limitations and Further Research Issues 34
6. References 36
7. Appendix: 46
